The Value Of Being Online And How To Get Your Board Onside

March 24, 2010

The Value of Being Online and How to Get Your Board on Board

CanadaHelps.orgWhat is CanadaHelps?

A public charitable foundation that provides accessible and affordable online technology to both donors and charities.

For Charities

A cost-effective means of raising funds online.

For Donors

A one-stop-shop for giving.

CanadaHelps is a charity helping charities.

For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189

Today’s Presenter

Kirstin BeardsleyMarketing & Communications Coordinator


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Webinar recording and slideswill be available on

www.mycharityconnects.org


http://www.mycharityconnects.org/

WHAT YOUR BOARD MIGHT SAY


#1For audio, turn on your speakers,

or Call 516-453-0014, code 363-705-189

“Our organization is based on people-to-people interactions.”

Connecting and communicating online is still people to people and is very much about building community.


Only changes the “how you do”,

not “what you do”.


Broader reach


Visible connections

Community building opportunities


More opportunities for peer-to-peer communications

More supporters More volunteers More donors=

GivingPages Examples



or Call 516-453-0014, code 363-705-189

“Online fundraising isn’t raising enough money.”

4%Proportion of all new donors to charities in 2004 who were acquired online

9% Proportion of all new donors to charities in 2008 who were acquired online

More donors are coming to you online

Online Giving is Outpacing Offline Giving

Charitable giving in 2008- 5%

Online giving in 2008 + 30%

Online Giving Median (U.S.)

$57

$81

$104

2006

2007

2008


An online presence isn’t only about $$$.

It is a source of information for your donors.


Provides your organization with additional credibility & legitimacy.


Provides a different way to get information to your supporters in a timely way


Are you doing it right?


Successful results are cumulative and they take time and effort.

49%more likely to give than

one who was dissatisfied with the overall experience

A visitor who is satisfied with their experience

with a nonprofit website is

Do you have a Donate Now button?



or Call 516-453-0014, code 363-705-189

“It’s a fad.”

Internet & Social Media Penetration


Canadian Population About 33.5 Million

Internet Users About 25 Million

Internet Penetration 75%

Social Media Penetration 85%

Government


Mayor Milleron Twitter

Prime Minister Harperon YouTube

Businesses


Media


CBC Globe and Mail

Prominent Canadians


Nonprofits and Charities


It’s Here to Stay



or Call 516-453-0014, code 363-705-189

“Our donors aren’t interested in donating online or using social media.”

Who’s Giving Online?

The most significant

characteristic associated with online giving is

higher education.

Silent Generation

15%

Baby Boomers52%

Gen X30%

Millennials3%


12.6 million users in Canada

29.4%

29.2%

18.4%

16.3%

5.2%

Percentage of Users by Age Group

Aged 18-24

Aged 25-34

Aged 35-44

Aged 45-59

Aged 60+

43%

57%

5,500,000 6,000,000 6,500,000 7,000,000 7,500,000

Male

Female

By Gender


11th most visited site in Canada

Most active users age range 25-34

With 35-44 year-olds trailing right behind

45+ and <24 are under-represented

Do these people look like your donors?



or Call 516-453-0014, code 363-705-189

“Why change what works?”

Because the way we communicate is changing.


Look to the future


Future donors will be expecting these tools and interactions.

Importance of

Adaptability


• Use for different initiatives

• For experiments

• Flexible

Mobilization


• Calls to action reach supporters faster

• React to current events (e.g. Haiti earthquake)


or Call 516-453-0014, code 363-705-189

“Online donors are not really engaged.”

People are sharing and chatting more online than offline.


• More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week on Facebook.

• There are over 40 million items shared on Twitter.

Engagement isn’t just what happens online, those conversations continue offline.


41% of online donors describe themselves as ‘loyal’ to the causes they support, compared to 26% of offline donors.

59% of online donors would urge others to support the same cause ... compared to 34% of offline donors.


Instigators

Create

Evangelists

Solicit

Donors

Money

Spreaders

Share

Happy Bystanders

Listen


Ladder of Engagement*

Network Weaver

*Adapted from Beth Kanter


or Call 516-453-0014, code 363-705-189

“It’s too risky. What if people say something negative?”


They’ll talk about you anyway,

so start a dialogue with your critics.


Keep your message strong.


or Call 516-453-0014, code 363-705-189

“How is success measured?”


Define success in the beginning.

Hard Stats


• # of followers or fans

• Amount of comments

• Click-through

• Amount donated

Balance quantity with quality.


Soft Facts


• Types of conversations

• Feedback from supporters

• Quality of comments


or Call 516-453-0014, code 363-705-189

“It takes too much time and costs too much!”

Online Communication is Quick


• Online tools let you reach supporters more quickly

• More convenient and simple than other ways of communicating

Many Tools Are Free

Free to use,

but need time and personnel investment.


Cost to potential benefit ratio is high.


Not a cure-all;planning and integration is required.


Can you afford to not be online?


ABOUT MYCHARITYCONNECTS


• Free online resources

• Information about technology

• Video demonstrations

• More webinars

• Past webinar recordings

• Learning opportunities

• Events

“Putting Social Media to Good Use: A Case Study of

the Salvation Army ”

April 7: 2PM – 3PM (Eastern)

www.mycharityconnects.org

“Fraud Prevention: What Your Charity Needs To Know”

March 25: 11AM – 12PM(Eastern)


• Two days packed with great information about all that the online world has to offer charities and non-profits

• Learn all about using the internet to fulfill your mission

• Get familiar with the stuff you don’t know, moving on the stuff you do, and correctly evaluate the stuff you’ve done

• Part of Net Change Week, and in collaboration with SiG@MaRS

MYCHARITYCONNECTS CONFERENCE 2010

JUNE 7 – 8 | MaRS CENTRE, TORONTO

HOLD THE DATE!

Question and Answer

You can hear us, but we can’t hear you

Ask questions here

Ask away!


Thank you for attending!

Webinar slides and recording will be up on:

www.mycharityconnects.org/pastwebinars

Check out www.mycharityconnects.org for more resources!

Questions, feedback, comments?

Email us at: [email protected]

Thanks to:

http://www.mycharityconnects.org/pastwebinars


mailto:[email protected]

CreditsLadder of engagement: adapted from Beth Kanter

Internet Statistics: Internet World Stats

Facebook Statistics: Facebook Ads

Blackbaud Index of National Fundraising Performance, April 2009

ForeSee Results - Nonprofit Website Survey, Spring 2009

Chronicle of Philanthropy, May 2009

DonorTrends, 2005

2006 donorCentrics Internet Giving Benchmarking Analysis

Jakob Lodwick by Zach Klein (http://www.flickr.com/photos/zachklein/4263395/)

Pedrosimoes7 - Exchanging life experience (http://www.flickr.com/photos/pedrosimoes7/3717536433/)

Solitaire Miles - Torch and Jazz (http://www.flickr.com/photos/cunisdiabolis/476325171/)

dave_mcmt - CCDHS Classroom, Miles City (http://www.flickr.com/photos/dave_mcmt/187432802/)

AnyaLogic - coffee talk (http://www.flickr.com/photos/anyalogic/2315310261/)

The first few steps by Wildxplorer (http://www.flickr.com/photos/krayker/3089031277/)


http://www.flickr.com/photos/dave_mcmt/187432802/

http://www.flickr.com/photos/dave_mcmt/187432802/

http://www.flickr.com/photos/anyalogic/2315310261/

http://www.flickr.com/photos/anyalogic/2315310261/

Technology

The Value Of Being Online And How To Get Your Board Onside